Assignment Task: You work for a medium sized service-orientated organisation called Jakey Travel. The organisation is based in several locations and employs 200 people, providing overseas travel support to members of the public and to companies in a number of ways including face-to-face, telephone and web. You have recently been employed within the marketing department to increase the level of customer loyalty.
Recently your organisation’s financial position has deteriorated rapidly and it has seen a significant fall in customer retention numbers. It is struggling to attract more customers than it is losing and no-one knows why. In an attempt to understand the problem, the Head of Marketing commissioned market research which identified that service quality is the major reason for lost customers. In addition, the organisation has seen significantly increased staff turnover and sickness and increased customer complaints. Each of these has put further strain on the organisation as a whole which has created an ineffective culture.
You have been asked by the Head of Marketing to write a report of no more than 3000 words on how Jakey Travel can improve their level of customer service and increase customer loyalty. The Chief Executive is renowned for his lack of interest in customer retention as he believes that his role is to develop new customers and so, to date, his response to the poor financial performance has been to increase the spend on customer acquisition.
Question 1
Identify and explain strategies that could be implemented to improve service excellence and maximise customer loyalty. Discuss the barriers to their implementation?
Question 2:
Evaluate the roles of both management and employees in implementing and supporting service excellence within Jakey Travel.
Question 3:
Identify how training needs should be determined within the organisation and provide recommendations for implementing a training plan to ensure that service excellence is improved.
Question 4:
Evaluate methods for monitoring and controlling service quality and explain how these can be applied effectively within Jakey Travel.